Cannabis isn’t replacing alcohol at scale. But it is starting to make a dent - l
By Mikeblack · March 12, 2026 · Curated by George's Blog
Cannabis isn’t replacing alcohol at scale. But it is starting to make a dent - led by #GenZ.
Based on Collage Group data, 8.7% of Gen Z consumers say they’re cutting back on alcohol because they’re substituting with THC or cannabis.
That’s 2× higher than the general population.
No — this doesn’t mean THC is suddenly replacing alcohol at scale.
But it does mean that beer, wine and cocktails will be competing on the same occasions as drinkable THC options.
Especially as more bars, restaurants, and sports venues begin offering THC drinkables.
(You can buy THC drinks at Bulls’ games now)
And when you look at engagement with THC drinkables by generation, it’s clear that younger generations are already heavy adopters:
• Gen Z — 44.7% active engagement
• Millennials — 39.8%
• Gen X — 16.6%
• Boomers — 5.6%
We know Gen Z commonly cites physical and mental health as reasons to cut back on #alcohol.
So, legal restrictions aside, THC offers a compelling functional benefit, if positioned smartly.
It’s the buzz that doesn’t make you feel bad in the morning.
Curious how others in the beverage industry see this playing out.